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Apr 11 2017

6 ways to make your brand stand out in the crowd

One of the biggest challenges small businesses face is standing out among a sea of other small businesses… Don’t even get us started on stepping out of the shadow of the industry giants! As a small business owner, whether you are a solopreneur or you have a team working with you, you need to have a strategy in place to create a strong brand foundation so you can enjoy business success.

Here are six thoughts to consider to help your brand stand out in the crowd.

Showcase your brand personality

Brand personality gives your audience something they can relate to – that is what they will buy into, not just your products and services. You should take the time to define your brand personality at the beginning before you launch. If you never did, it’s ok, better late than never. Do this brand personality exercise!

Understand your audience

Once you know who you are as a brand, make sure you get to know who your audience is. After taking an in depth look at who you think your target audience is, you might realize that they don’t exactly match your brand personality, so you should consider reaching out to a different group of people that has the same values and interests your brand supports. The more connected your target audience feels to your brand, the more you will stand out. And don’t forget to treat them like VIPs!

Consider your brand integrity

Brand integrity has everything to do with your audience and how they perceive you. However, its defining factor is whether you deliver on your brand promise. When an organization is driven by their brand promise, and they deliver on it consistently, they will create loyalty among their audiences.

Be consistent

Brand consistency is the key to building awareness and long term recognition. Make sure to keep your visual style and message consistent across all platforms and outreach channels.

Build relationships

You will be more memorable if people feel you are invested in them long term. If you are only talking at people there is no way you will get to know them. Build relationships with your customers like you would with your best friend. Create meaningful dialogue and listen to what they have to say.

Don’t be blind to your weak points

It’s very easy to “wing it” because you don’t put in the work in advance to plan your branding out. However, you won’t see the results you want. Constantly revisit your strategy to make sure that you are on track. Ask yourself the tough questions about your brand and marketing outreach that need to be answered.

Remember, like anything, your brand is only as good as the work you put into it. If you hope to remain memorable in the long term among your target audience, you need to make sure you build a strong foundation in the beginning.

Candace Huntly is the Founder and Principal at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Facebook/Twitter/LinkedIn/email/Website

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Written by Dwania Peele · Categorized: Candace Huntly · Tagged: audience, Be Consistent, brand integrity, brand personality, build relationships, Candace Huntly, making your business stand out, Songbird Marketing Communications, stand out, stay on track

Mar 11 2016

How Brand Personality Shapes Marketing Strategy

CHuntly

There are a lot of factors that go into your overall marketing strategy – resources available is always a big determining factor. But one thing that often gets brushed aside for budget discussions is brand personality.

Once you have your budget in mind, it’s easy to look at industry competitors to get ideas, but you have to decide what the best approach is for your business. Maybe that huge tech-based campaign just isn’t right for you, even though it worked for someone else. You have to be able to deliver on the brand story you put out there.

While the basics of marketing planning will always remain the same, the delivery has to be unique to you. So, what are the basics of a marketing strategy?

  • What product or service do you have to offer?
  • Who is your target audience?
  • How will you sell to them?
  • Why will they buy from you?

That last point is what will help you determine your brand personality. You have to figure out who you are as a brand and what makes you different before putting together your strategy. Here are a few questions to ask yourself:

  • Are you modern or traditional?
  • Are you young or more mature?
  • Do you embrace technology or do you live by a more old school code?
  • Are you spontaneous and easy going or are you cautious and strategic?

The goal is to figure out where you lie in the spectrum of things and that will determine how you reach your customers and what type of messaging you will use to do it. For example, if you are a young, tech-savvy company, you will likely create your strategy based on the latest and greatest digital and technology trends. You might use a more laid back, conversational tone in your communication. On the other hand, if you are a more mature and traditional company, you might rely on a more corporate feel and formal tone with a focus on traditional face-to-face outreach and direct marketing channels.

Figure out who you are as a brand, and let that guide your marketing strategy, not what worked for someone else.

Candace Huntly is the Founder and Principal at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Facebook/Twitter/LinkedIn/email/Website

Share this:

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Written by Dwania Peele · Categorized: Candace Huntly · Tagged: brand marketing, brand personality, Candace Huntly, competitor, marketing, marketing plan, marketing strategy, modern, service, Songbird Marketing Communications, target audience, traditional

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